Paid Search Column
This decade’s most important marketing question: What data rights do advertisers possess?
Google's move to reduce advertisers' visibility into search terms reporting raises big questions about data access in the age of automation....
Back to school looks very different this year
For back to school season, know that virtual and online schooling is top of mind, and parents are leveraging search to know and do...
2020 Google paid search trends that have nothing to do with the pandemic
With close variant taking the place of broad match, limiting keywords isn't enough for keeping query-to-keyword matches...
5 tips for starting international PPC
Be ready to watch for nuances of your targeted regions and adapt your strategy on a regional basis as you begin to track...
How and where to fight for your marketing budget
While many businesses should consider reduced top-of-funnel ad spend, very few should abandon it altogether. You'll want to ensure you are in a...
Here’s how to use the new Microsoft Ads Audience Network Planner
You can expand your reach beyond your Audience Ads campaigns by uncovering more data with the new audience...
Amazon Posts: A feed-based shopping experience on Amazon
If your brand has social content created, adding Amazon Posts into the channel mix is an easy way to get some real estate with this new...
Microsoft Advertising UI: What’s new (so far)
Love it or hate it, the double sidebar makes context switching a lot easier as you move between ad accounts or from other search...
How to use LinkedIn Ads’ new company targeting options to boost B2B lead generation
The new target types, Company Category and Company Growth Rate, use data from Forbes and Fortune as well as LinkedIn's own observable,...
5 reasons why your Facebook Ads campaigns are failing
To avoid pitfalls, take the time to test campaigns and find an adequately-sized audience to target....
Can we trust automation in a time of crisis?
Review how your automation performed during the last volatile period to make sure your tool is making the right decisions during this...
How B2B companies can be proactive about managing paid media during COVID-19
To navigate this changing landscape, make sure your brand continues to deliver value while building a pipeline for the future that isn't tone...
Paid search marketers can find success with top of funnel campaigns
The key to finding success with these type of campaigns is knowing when to leverage...
The importance of building brand awareness through Amazon advertising
Marketers should be looking at the brand-building potential across both display and search ads because Amazon is not just about direct response...
The digital marketing transformation led by Google and Amazon
It’s worth the time investment to consider how we can continue to evolve our advertising strategy along with the biggest...
Here’s how to modify your e-commerce campaign for B2B and B2C
There are many similarities and relevant tactics to connect businesses with consumers and other...
Want better leads on LinkedIn? Focus on your content
Good gated content that converts at 15% or higher will give you scalable traffic with more people to...
Make 2020 the year for e-commerce to get better with the mobile experience
It’s time to go through your website and figure out if this is the experience we want customers to have, especially on a mobile...
4 things Shopping Ads managers need to prepare for in 2020
As we see the advertising platforms pick up steam with automation, we also need to be ready for structured data markup and international...
2020 will be the year to get our data right
A reliable data flow will help automation tools we started to use in past years do their jobs...